lvima dpd 2015 - placeiq
TRANSCRIPT
Drive Foot Traffic or “Journey Planning”LVIMA Digital Planning Day - July 16, 2015
Our Platform
Structure
Location Context
Device Movement
Audiences
Activation
Analytics
Consumer Insights Platform
Place Visit Rate: Real-World Media Attribution
PlaceIQ invented PVR® in 2012 and has been perfecting the industry-first foot traffic KPI ever since. This privacy-friendly solution utilizes opt-in technology and observes 100 million unique mobile users and over 10 billion location-enabled data points every day.
Using your campaign data, PlaceIQ’s proprietary location analytics platform powers PVR® and deep insights on thousands of audience behaviors such as TV viewership, product purchases, dining, travel, recreation, and many more.
PVR® is calculated by taking the total number of unique devices that received an ad during a campaign and then analyzing the percentage of those same devices that were later seen at a target location.
4
PVR®: Measure Foot Traffic w/ Precision & Scale
• PVR measures the movements of more than 100 Million devices and 15 Billion location data points a day, connecting ad exposure to foot traffic.
• PVR’s scale, and the precision of our platform, allows us to not only measure foot traffic, but understand it:
• Compare Line Item Tactics
• A/B Controls
Location is not just for geo-targeting.
Location is a language for defining the consumer journey.
Best Practices to Drive Foot Traffic Discovered by PVR:
1. Mix Formats
2. Mix Media
4. Message to the Audience
3. Message to the Moment
7
Learning 1: Mix Formats
320x50 Only 320x480 Only Both Formats0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
1.0%
2.0%
4.3%
Campaign PVR (Only 10 Impression Frequency)
• The creative limitations of mobile are a challenge to us all.
• Marketers are leaning towards more impactful larger formats.
• Larger formats interrupt experiences, so over-exposure is a risk.
• Multiple campaigns show larger ads drive more foot traffic, but audiences which receive both formats perform even better.
8
Learning 2: Mix Media
• Location can be used to connect devices to households, and the media delivered within.
• By integrating Rentrak Targeting, mobile media was targeted to audiences most likely to view TV ads.
• Mobile messaging complemented TV branding, not simply repeating it.
• Keeping mobile and TV advertising in sync resulted in more than 60% lift versus mobile alone. Mobile Only Mobile + TV
0.0%
0.2%
0.4%
0.6%
0.8%
1.0%
0.5%
0.8%
0.1% 0.1%
Campaign PVR
PVR Control
9
Learning 3: Message to the Moment
• One can chip away at mobile creative’s limits by understanding an audience’s current context.
• An auto campaign mapped specific features to specific family moments, highlighting the cars’ utility.
• Messaging hit in-market audiences at the beach, mall, theme park, and more.
• Messages aware of an audience’s current context generated >3x PVR. In Market
AudienceBeach
MomentMall
MomentTheme
Park Moment
0.00%
0.20%
0.40%
0.60%
0.13%
0.48% 0.49%
0.32%
Campaign PVR
10
Learning 4: Message to the Audience
• Many campaigns designed for foot traffic use store maps as a call to action.
• Different audiences respond to different tactics. Don’t assume your audience is starting from zero.
• PVR lift versus a control is not correlated to clicking-to-map.
• The top PVR audience had an average interaction rate, but the best clicking audience visited least.
Audience X Audience Y0%
10%
20%
30%
40%
50%
60%
70%
25%
3%
36%
59%
Campaign PVR
PVR
Store Locator Interaction
11
Learning 4: Message to the Audience
• Often, campaigns try to drive foot traffic when targeting loyalists.
• For many categories, like grocery or big box, the most loyal audiences can’t visit more often.
• Measuring with just foot traffic doesn’t take into account this saturation.
• Using A/B controls for each audience shows lift is much lower for your best audiences.
General Audience Loyal Audience0.0%
1.0%
2.0%
3.0%
1.3%
2.7%
0.8%
2.1%
Campaign PVR
Exposed
A/B Control
Best Practices to Drive Foot Traffic Discovered by PVR:
1. Mix Formats
2. Mix Media
4. Message to the Audience
3. Message to the Moment
Location is not just for geo-targeting.
Location is a language for defining the consumer journey.
How far can we take the concept of “Journey Planning”?
Thank You